| 证券代码：300894 | 证券简称：火星人 | 公告编号：2026-004 | | --- | --- | --- | | 债券代码：123154 | 债券简称：火星转债 | | 火星人厨具股份有限公司 关于控股股东、实际控制人的一致行动人减持计划期 限届满的公告 公司控股股东、实际控制人的一致行动人舟山大星企业管理咨询合伙企业 （有限合伙）、舟山大宏企业管理咨询合伙企业（有限合伙）保证向本公司提供 的信息内容真实、准确、完整，没有虚假记载、误导性陈述或重大遗漏。 本公司及董事会全体成员保证公告内容与信息披露义务人提供的信息一致。 火星人厨具股份有限公司（以下简称"公司"、"发行人"）于 2025 年 9 月 12 日在巨潮资讯网发布了《关于控股股东、实际控制人的一致行动人减持股 份的预披露公告》（公告编号：2025-053），控股股东、实际控制人的一致行动 人舟山大星企业管理咨询合伙企业（有限合伙）（以下简称"舟山大星"）和舟 山大宏企业管理咨询合伙企业（有限合伙）（以下简称"舟山大宏"）计划自减 持计划预披露公告之日起 15 个交易日后的 3 个月内（即 2025 年 10 月 14 日至 2026 ...

Market Overview - The kitchen and bathroom appliance sector experienced a decline of 0.21% on January 13, with Mars Man leading the drop [1] - The Shanghai Composite Index closed at 4138.76, down 0.64%, while the Shenzhen Component Index closed at 14169.4, down 1.37% [1] Stock Performance - Zhejiang Meida (002677) saw a significant increase in its closing price to 10.15, up by 6.95% with a trading volume of 732,400 shares and a transaction value of 739 million [1] - Shuaifeng Electric (605336) closed at 17.68, up by 3.09%, with a trading volume of 80,100 shares and a transaction value of 144 million [1] - Yitian Intelligent (300911) had a slight increase of 0.30%, closing at 37.31 with a transaction value of 178 million [1] - Other companies like Aopu Technology (603551) and Boss Electric (002508) experienced minor declines of 0.09% and 0.40% respectively [1] Capital Flow - The kitchen and bathroom appliance sector saw a net inflow of 47.47 million from main funds, while retail funds experienced a net outflow of 20.74 million [1] - Detailed capital flow data indicates that Zhejiang Meida had a main fund net inflow of 96.39 million, representing 13.05% of its total [2] - Conversely, Mars Man (300894) faced a net outflow of 7.49 million from main funds, accounting for -6.02% [2]

Group 1 - The advertisement for the "松口气套餐" (Relax Package) priced at 16,800 yuan has sparked controversy for allegedly promoting anxiety among consumers [1][4] - The brand, 火星人厨具股份有限公司 (Mars Man Kitchenware Co., Ltd.), aims to convey a positive message about enjoying life without long waits, especially at the year's end [1][4] - Following the backlash, the company has revised the advertisement to adopt a more positive and encouraging tone, replacing the original content with a new version that still retains the phrase "年底了松口气" (It's the end of the year, relax) [1][4] Group 2 - 火星人厨具股份有限公司 is a high-tech enterprise focused on the research and production of high-end integrated kitchen appliances [2] - The company was listed on the Shenzhen Stock Exchange on December 31, 2020 [2]

Core Viewpoint - The advertising campaign by Mars Man Kitchen Appliances Co., Ltd. has sparked controversy over its messaging, leading to its quick removal, while the company's financial performance shows significant declines in revenue and profit [4][5][10]. Financial Performance - In the first three quarters of 2025, the company reported a revenue of 577 million yuan, a decrease of 43.03% year-on-year, and a net profit drop of 1546.12% [4][10]. - The gross margin for the same period was 39.20%, down 4.86 percentage points year-on-year, and the net margin was -37.83%, a decline of 39.32% [9][10]. - The company's cash flow from operating activities also saw a significant decline, attributed to reduced sales collections and increased financial investments [9][10]. Advertising and Marketing Strategy - The sales expense ratio reached 46.8% in the first three quarters of 2025, a substantial increase from 27.47% in the previous year [6]. - The company has been actively enhancing its brand visibility through a mix of traditional and digital media, including high-speed rail and social media platforms [6][7]. - Despite the controversy surrounding the recent advertisement, the company continues to engage in extensive marketing efforts, including public tenders for brand promotion on platforms like Xiaohongshu and video channels [6][7]. Industry Context - The integrated stove industry is facing challenges due to a weak market demand influenced by economic conditions and declining consumer confidence [10]. - The company's main product, the integrated stove, has seen a drop in sales volume, which has negatively impacted its economies of scale [10]. - The rating outlook for the company has been adjusted to negative by the credit rating agency due to ongoing financial pressures and potential risks associated with continued losses [10].

（文章来源：证券日报） 证券日报网讯 1月12日，火星人在互动平台回答投资者提问时表示，截至2026年1月9日，公司股东总户 数为21357户。 ...

Group 1 - The company emphasizes the importance of market value management [2] - The company will continue to focus on its core business [2] - The company aims to enhance its operational management and strengthen its core competitiveness [2]

Group 1 - The kitchen and bathroom appliance sector increased by 1.92% on January 12, with Mars leading the gains [1] - The Shanghai Composite Index closed at 4165.29, up 1.09%, while the Shenzhen Component Index closed at 14366.91, up 1.75% [1] - Key stocks in the kitchen and bathroom appliance sector showed varied performance, with Mars rising by 6.48% to a closing price of 12.82 [1] Group 2 - The main capital inflow in the kitchen and bathroom appliance sector was 74.09 million yuan, while retail investors experienced a net outflow of 39.66 million yuan [1] - Specific stock performances included: - Sunrise Oriental with a main capital inflow of 60.16 million yuan and a retail outflow of 28.61 million yuan [2] - Zhejiang Meida with a main capital inflow of 20.18 million yuan and a retail outflow of 23.21 million yuan [2] - Mars with a main capital inflow of 5.75 million yuan and a retail outflow of 10.99 million yuan [2]

Core Viewpoint - The advertisement by Mars Man in Shanghai's Xujiahui subway station has sparked controversy due to its juxtaposition of a message encouraging relaxation with the high price of kitchen appliances, leading to accusations of exploiting consumer anxiety [5][6]. Group 1: Advertisement Controversy - The advertisement featured a message about waiting for life milestones while promoting a kitchen package priced at ¥16,800, which many found contradictory [5]. - Some netizens criticized the ad for promoting a "bundle consumption" approach, suggesting it capitalizes on consumer anxiety by linking life events to the need for expensive kitchen appliances [5]. Group 2: Company Financial Performance - Mars Man Kitchen Appliances Co., Ltd. reported a revenue of ¥577 million for the first three quarters of 2025, a decline of 43.0% year-on-year, with a net loss of ¥218 million, representing a 1546.1% decrease [6]. - In Q3, the company’s revenue was ¥203 million, down 35.8% year-on-year, with net losses increasing from ¥25.95 million to ¥94.73 million [6]. - The decline in revenue is attributed to external economic conditions and a downturn in the industry, with cash flow from operating activities dropping by 98.94% compared to the previous year [6]. Group 3: Market Trends and Challenges - The integrated kitchen appliance sector is facing performance pressures due to fluctuations in the real estate and home decoration markets, as well as volatility in raw material prices [6]. - Mars Man has experienced a continuous decline in revenue and net profit from 2022 to 2024, with respective revenue drops of 1.81%, 6.03%, and 35.68%, and net profit reductions of 16.29%, 21.39%, and 95.49% [6]. Group 4: Marketing and Advertising Expenses - The company's marketing and advertising expenses have also exerted pressure on its financial performance, with marketing costs around ¥108 million and advertising expenses approximately ¥59.59 million for 2024 [6]. - These figures show a slight decrease in marketing expenses compared to the previous year, indicating a potential strategy shift in response to declining revenues [6]. Group 5: Stock Market Performance - Mars Man's stock price has been on a downward trend, closing at ¥12.04 per share, which is over 80% lower than its historical peak of ¥77.7 per share in 2021 [6].

Core Viewpoint - The recent advertisement by Mars Man Integrated Kitchen Appliances in Shanghai's Xujiahui subway station has sparked controversy due to its messaging that plays on consumer anxieties related to life milestones, promoting a kitchen package priced at ¥16,800 [2][6][7]. Company Overview - Mars Man Integrated Kitchen Appliances primarily focuses on integrated kitchen appliances and has been publicly listed since 2020 (stock code: 300894) [7]. - The company has established itself as a leader in the high-end integrated stove market, maintaining a market share of 12.5% in the integrated stove sector as of the first half of 2025 [12]. Financial Performance - For the first three quarters of 2025, the company reported a revenue of ¥577 million, a decline of 43.03% year-on-year, and a net loss of ¥218 million, representing a significant increase in losses of 1546.12% compared to the previous year [10][11]. - The company's total assets at the end of the reporting period were ¥2.18 billion, down 12.10% from the previous year, while the equity attributable to shareholders decreased by 15.39% [11]. Marketing and Advertising Expenditure - In 2024, the company's marketing expenses were approximately ¥108 million, with advertising costs around ¥59.6 million, showing a slight decrease from the previous year [12][13]. - Despite a net loss of ¥124 million in the first half of 2025, the marketing expenditure remained substantial at ¥48.57 million, with advertising costs at ¥44.62 million [13][15].

Group 1 - A controversial advertisement by Mars Man Integrated Kitchen Appliances at Shanghai's Xujiahui subway station sparked online discussions, featuring phrases that imply waiting for significant life events, ultimately promoting a kitchen package priced at ¥16,800 [1][5] - The advertisement was temporarily removed after feedback from passengers and online discussions, indicating a sensitivity to public perception [5] - Mars Man Integrated Kitchen Appliances, listed in 2020, primarily focuses on integrated kitchen appliances and has established itself as a leader in the high-end market segment [5][8] Group 2 - Mars Man's latest financial report for the first three quarters of 2025 shows a revenue of ¥577 million, a decline of 43.03% year-on-year, and a net loss of ¥218 million, a significant increase in loss of 1546.12% compared to the previous year [8][9] - The company maintains a 12.5% market share in the integrated stove market, leading the industry despite a slowdown in market growth due to intensified competition and reduced consumer spending [11] - Marketing and advertising expenses for Mars Man were substantial, with approximately ¥108 million spent on marketing and ¥59.6 million on advertising in 2024, reflecting a commitment to brand promotion even amid financial losses [11][12]